Oak Brook, Ill. – Despite declines in European and Asia-Pacific/Middle East/Africa (APMEA) same-store sales, positive domestic same-store sales performance in July resulted in a small global increase for McDonald’s Corporation. The fast-food giant reported 1.6% domestic same-store sales growth compared to July 2012 as well as 1.9% declines in both Europe and APMEA same-store sales, averaging out to a 0.7% global increase.
McDonald’s attributed the rise in U.S. same-store sales to performance of its breakfast, classic core menu items and everyday value offerings. In addition, the company said the 21st edition of Monopoly at McDonald's and the popularity of featured products including Premium McWraps, the Big Mac and Chicken McNuggets also contributed to the month's performance.
In Europe, July's comparable sales declined 1.9% as negative performance in Germany, France and other Southern Europe markets more than offset positive results in the U.K. and Russia. Throughout the segment, McDonald's said its markets continue to evaluate and adjust key value and daypart options in response to local consumer dynamics.
Meanwhile, In July, APMEA's comparable sales declined 1.9%, reflecting negative results in Japan, Australia and China. The shift in timing of Ramadan between years also negatively impacted the month's results. To enhance performance, markets across APMEA are offering limited-time menu choices, leveraging daypart platforms and highlighting McDonald's price and convenience.
"McDonald's Plan to Win and our three global growth priorities to optimize the menu, modernize the customer experience and broaden accessibility to brand McDonald's continue to serve as our strategic roadmap — keeping us focused on delivering great-tasting, affordable meals in modern restaurants," said president and CEO Don Thompson. "In July, we delivered modest global comparable sales growth, relatively in-line with our expectations. Looking ahead, we remain focused on building market share and strengthening our position as our customers' favorite place and way to eat and drink."